This is the History of Beyond Meat and a Look at Their Logo Design
Since first being founded in 2009, Beyond Meat is a company that has taken the culinary world by storm thanks to its wide range of plant-based meat substitutes that look and taste like real meat. With vegan and vegetarian diets rapidly gaining popularity in the United States and across the world as people begin attempting to live a healthier lifestyle and lower their ecological footprint, Beyond Meat has capitalized on a wave in the culinary industry that has enabled them to become a highly successful company, while focusing on only a single culinary niche – making plants taste like meat.
While Beyond Meat’s international success is certainly thanks especially to the company’s ability to make healthy and great-tasting plant-based meat substitutes, Beyond Meat has done an excellent job of marketing their products as well – and the Beyond Meat logo has played a critical role in these marketing efforts.
Below, we’ll explore the brief yet interesting history of Beyond Meat and how they became one of the most successful vegan culinary companies in the world today as well as take a look at the Beyond Meat logo design and how that logo has played a role in Beyond Meat’s worldwide success.
The History of Beyond Meat
Beyond Meat was first founded in 2009 by Ethan Brown. After receiving funding from big-name investors such as Bill Gates and Tyson Foods, Beyond Meat began developing its first line of plant-based meat substitutes.
Beyond Meat enjoyed its first entrance into the retail market in 2013 when the company began selling a plant-based chicken substitute to Whole Food markets across the country. With the popularity of its first for-retail product quickly taking off, Beyond Meat went on to develop and launch a plant-based beef substitute as well just one year later.
Shortly thereafter, Beyond Meat began partnering with restaurants in order to introduce new vegan dishes that were made using Beyond Meat’s products. Over the years, Beyond Meat has partnered with a wide range of restaurants to help them develop flavorful vegan dishes that look and taste as if they were made using real meat. One of Beyond Meat’s more famous partnerships was their partnership with Carl’s Jr in 2018 to launch the “Beyond Burger” – a burger made using a plant-based meat patty.
In addition to this well-known partnership, though, Beyond Meat has also partnered with dozens of other restaurants over the years in order to create a wide range of new vegan dishes. In 2019, Beyond Meat partnered with Dunkin’ Donuts to create the Beyond Meat Breakfast Sausage, and in 2018 TGI Fridays launched the Beyond Cheeseburger across the nation.
It’s safe to say, therefore, that Beyond Meat has undoubtedly enjoyed a high degree of success. For Beyond Meat founder Ethan Brown, though, taking Beyond Meat to the highest levels of success was always about more than just the money. In many ways, Beyond Meat was founded as a direct response to the many health and ecological problems that the world now faces. By making plant-based foods that look and taste like real meat, Beyond Meat is able to do its part to change consumer habits for the better without forcing the consumer to feel as if they have sacrificed something in the process.
From an environmental standpoint, Beyond Meat is undoubtedly doing an extraordinary job. According to a life cycle assessment (LCA) of the Beyond Burger conducted by researchers at the University of Michigan, the Beyond Burger that Beyond Meat developed for Carl’s Jr generates 90% less greenhouse gas emissions throughout its production, requires 46% less energy to produce, and has 93% less impact on land use than a burger that is made using a quarter-pound of real beef.
In addition to producing products that are more sustainable and better for the environment, Beyond Meat is also doing its part to make us all healthier as well.
One of the primary issues with the average American diet today is the overabundance of red meat. While undeniably delicious and fine in the right moderation, red meat was never meant to be the bulk of the human diet. By developing products that taste like red meat but are made entirely out of plants, Beyond Meat is helping to shift consumer habits in a way that doesn’t feel like a sacrifice, helping pave the way for a future that is healthier for mankind and planet earth alike.
How are Beyond Meat Products Made?
Making plants look and taste like real meat is no easy task, and the science behind Beyond Meat’s process of making plant-based meat substitutes is rather complicated.
Beyond Meat’s products are made using ingredients derived from plants such as peas, rice, and mung beans, as well as coconut oil and canola oil. In order to make these ingredients taste like meat, though, the chefs and scientists at Beyond Meat went about extracting proteins from these plants and rearranging them into how proteins are arranged in meat.
In a way, this is the same process that cows, chickens, and other animals perform themselves when they consume plant proteins and rearrange them into muscle proteins. By “skipping the middle man,” so to speak, though, Beyond Meat is able to turn plant proteins into meat proteins in a way that has a much lower impact on the environment while at the same time still providing all of the healthy benefits of the plant itself.
As complicated as this process might sound, the reality is that Beyond Meat’s products require no more processing than any other typical food product, meaning the company is able to keep its own carbon footprint as low as possible.
Of course, as innovative as the company’s products might be, Beyond Meat still needed to establish itself as the leader in plant-based meat alternatives in order to achieve its ultimate mission of changing consumer habits for the better. As with all companies, this required a very detailed and comprehensive marketing plan – and one factor that has certainly played a significant role in Beyond Meat’s worldwide marketing efforts to its unique and attractive logo design.
Design Elements of the Beyond Meat Logo
The Beyond Meat logo design is an eye-catching and attractive design that features a white bull wearing a cape that is encircled by a bright green background. As we’ll discuss, there are several reasons why this logo design works so well for Beyond Meat’s marketing efforts.
To start, the colors of the Beyond Meat are bright and eye-catching. It’s also no accident that the colors found in the Beyond Meat logo convey ideas and emotions that match Beyond Meat’s mission.
Color theory and the meaning behind various colors is something that we talk about a lot here at LogoMyWay, and it’s one of the most important considerations to keep in mind when you are creating a new logo design. By choosing green – a color associated with health and nature – as well as white – a color associated with goodness and purity – for their logo’s color scheme, Beyond Meat is sending a very clear and specific message about the nature of their company and the products that they produce.
Helping drive home this message even further is the imagery that the Beyond Meat makes use of. Displaying a bull wearing a cape accomplishes several important purposes. For one, by portraying a real animal in their logo as opposed to developing a logo that represented only plants helps convey the idea that Beyond Meat’s products really do taste like real meat. However, by putting a cape on the bull in their logo Beyond Meat is telling us that the bull is the hero in this company’s story as opposed to the product that is being sold.
Also helping drive home the core mission of Beyond Meat is the fact that the bull’s cape looks like a leaf. By blending imagery of plants and animals, Beyond Meat is able to tell the story of their brand and inform customers about what it is that Beyond Meat does all through simple imagery.
While it is true that few customers will be able to glean all of this information about Beyond Meat simply by looking at their logo alone, the Beyond Meat logo design does certainly help drive these points home while also serving as an attractive and eye-catching design element that the company has been able to use across their product’s packaging and throughout their various marketing efforts.
Useful Takeaways from the Beyond Meat Logo Design
If you are looking for inspiration or ideas for your own logo design, there are several useful points that you can take away from the Beyond Meat logo design.
The first and arguably most valuable lesson that Beyond Meat logo demonstrates is the importance of choosing the right color scheme. In the Beyond Meat logo, the green and white color scheme that the designers chose is both eye-catching and pleasing to look at as well as being a color scheme that purposefully conveys the ideas and emotions that Beyond Meat wants its customers to associate with the brand. In fact, the color scheme of the Beyond Meat is likely the design’s most effective and important element. A lot of thought undoubtedly went into choosing the right color scheme for the Beyond Meat logo design, and the results couldn’t have been better. If you are in the process of designing your own logo, putting this level of attention to detail into the color scheme that you choose is something that is sure to be incredibly beneficial for your company as well.
As meaningful as the color scheme found in the Beyond Meat logo is, the imagery in this attractive logo design is equally meaningful. By fusing imagery of plants and meat into a single design, Beyond Meat was able to tell the story of what their company does in a way that is creative and artistic. Whatever the story and mission of your company might be, developing images that tell your company’s story in the same way that the bull/leaf design tells the story and mission of Beyond Meat is a goal you should certainly pursue.
Lastly, the final key lesson that can be learned from the Beyond Meat logo is the fact that you don’t need an incredibly complex design to get the job done, even when the products and services offered by your company are themselves complex and different from everything else on the market. The Beyond Meat logo features a single image and two colors yet manage to accurately depict many elements of a rather unique and complex company.
When you pay attention to detail and carefully select the colors and images that your logo makes use of, you can tell a very specific and detailed story through imagery without having to develop an overly complex or confusing design. In fact, when it comes to communicating through your logo design, simple is almost always going to be better. The Beyond Meat logo is a simple and straightforward design that certainly doesn’t look messy or over-the-top, yet this simple logo design still manages to tell you everything you need to know about a company that is uniquely different from most any other company in the culinary industry.
All things considered, the Beyond Meat logo design is a highly effective design that serves as a wonderful example of a logo done right. If you would like to create a logo for your own company that is worthy of the same praise, the expert designers at LogoMyWay are able to help. Whether you create a logo design contest in order to commission dozens or even hundreds of unique design submissions from talented designers all over the world or you go the DIY route and create your own logo using our innovative online logo maker, we at LogoMyWay are ready and able to help you design a logo that will set your brand apart from the competition. To learn more about our industry-leading logo design services, be sure to contact us today!